Challenge

Airtel is the second largest mobile network operator and yet a company of this scale was falling short on meeting the highest standards of safety and health for its on-site employees. The number of incidents were increasing day by day due to lack of awareness and reinforcement.

Insight

Stakeholder did not take cognisance of the growing number of accidents. There was an urgent need to raise awareness and align it with internal communications. Basic road and workplace safety rules were ignored which led to injuries and fatalities.

We wanted employees to revisit and internalise these rules repeatedly so that there is less chance of errors and more lives can be saved.

Strategic Idea

Launched a safety communications campaign under #AirtelSurakha and #SafeByChoice so that employees and associates working on ground stay safe through engaging and consistent messaging.

Bringing Idea To Life

Part 1: Microsite

Developed a microsite which was a centralised platform where the employees can learn about the health and safety measures of Airtel.

Part 2: Mascots

Introduced mascots, "Sally" and "Salus" where "Salus" means safety in Latin to represent Airtel's commitment on safety. Sally served as his partner who also focused on educating employees.